The UK is getting a new fashion show. Stitch is the name of a new dedicated menswear and accessories trade show, which will be launched Feb. 14-15, 2010 and located at the Old Billingsgate Market in London. The aim? To capitalize on the strong Euro and offer an alternative for UK brands and European buyers.

“The current strength of the Euro is making it increasingly prohibitive for British brands to show and take part in events scheduled within mainland Europe,” said Emlyn Brown, Operations Director. “On the flipside, a weaker pound means purchasing power in the UK from European buyers is enhanced coupled with attractive travel and hotel costs.”

The event, which is organized by the Spanish company Exposed will coincide with Pure, in advance of London Fashion Week.

Stitch is divided into three sections: “Denim” will host jeans brands and those in tune with the spirit of denim; “Edge” will present innovative brands that deliver classic and contemporary style; and “Energy” will provide space to authentic brands inspired by sport, music and performance.

Founded in 2004, Exposed is an events, exhibition and design company based in Barcelona.

—Melanie Gropler